Location: Sathon, Bangkok *Please note that the successful candidate will undergo a background check, which requires employment certificates for all previous positions listed on your resume*
Role Purpose
The Sales & Marketing Director (Exhibition) is responsible for the overall commercial performance, strategic growth, and brand leadership of the exhibition portfolio.
This role provides senior leadership across sales, marketing, and portfolio strategy, ensuring revenue growth, strong exhibitor and visitor value propositions, and sustainable long‑term development of events.
The role plays a critical part in driving portfolio expansion, including new show launches, adjacency events, sector extensions, sponsorship growth, and strategic partnerships. It combines commercial rigor, sales leadership, and brand‑led marketing strategy to deliver strong financial performance and industry relevance.
Key Accountabilities
1. Portfolio Strategy, Direction & Growth
- Define and deliver annual and multi‑year portfolio strategies, including growth plans, market positioning, and value propositions for exhibitors and visitors.
- Drive new event launches, extensions, geo‑clones, and adjacency opportunities aligned with market demand and profitability.
- Develop deep industry insight and networks, staying ahead of trends, competitor activity, and emerging commercial opportunities.
- Ensure each show maintains a strong, differentiated brand position supported by compelling content, features, and experiences.
- Identify, evaluate, and present opportunities for new partnerships, acquisitions, or joint ventures.
2. Sales Leadership & Revenue Generation
- Own and deliver portfolio revenue, yield, and profitability targets, including exhibitor sales, sponsorship, digital products, and upsell initiatives.
- Lead and coach sales leadership teams to ensure high sales effectiveness, strong pipeline management, retention, and new business acquisition.
- Embed value‑led selling methodologies, disciplined forecasting, and data‑driven performance management.
- Oversee key account strategy, ensuring strong C‑suite relationships, account growth, and long‑term retention.
- Set pricing strategies and floor plans in collaboration with exhibition and operations teams to maximize yield and visitor appeal.
3. Marketing Strategy & Brand Performance
- Lead the development of integrated marketing strategies aligned with commercial objectives and exhibitor ROI.
- Ensure strong collaboration between sales and marketing to deliver:
- Clear value propositions
- Impactful sales collateral
- Targeted visitor acquisition campaigns
- Oversee brand storytelling, content, and messaging to strengthen market positioning and event relevance.
- Leverage visitor insights and data to support tailored sales approaches and targeted marketing campaigns.
4. Financial Management & Performance
- Take full accountability for budget planning, forecasting, re‑forecasting, and P&L performance across the portfolio.
- Monitor financial performance against targets, proactively identifying risks and implementing corrective actions.
- Ensure accurate, timely reporting for management reviews, show debriefs, and strategic planning forums.
- Deliver revenue growth with strong cost discipline and margin management.
5. Stakeholder & Industry Relationship Management
- Build and maintain senior‑level relationships with:
- Key exhibitors and sponsors
- Industry bodies, associations, and advisory boards
- Government agencies and strategic partners
- Media and industry publications
- Negotiate and manage partnerships that enhance event value, content.
Requirements
- Bachelor's degree in Business, Marketing, Sales, or related fields
- 12+ years of experience in Sales, Marketing, or Commercial leadership, preferably in exhibitions or B2B industries
- Strong track record in revenue delivery, budgeting, forecasting, and P&L management
- Proven experience leading and coaching Sales and Marketing teams
- Solid expertise in B2B sales, key account management, and commercial strategy
- Strategic, numbers‑driven, and results‑oriented mindset
- Fluent in English, with experience working with regional or international stakeholders
